PROSES TUMBUH DAN BERKEMBANGNYA KOMUNITAS MEREK SEBAGAI GERAKAN SOSIAL
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Using social movement theory, this study identify factors that influence likelihood and speed of acceptance new brand community. With grounded theory approach, data collected by in-depth interview from 16 informants within 2 famous brand communities. These brand communities exhibit three processes that transform aspiring community from a few costumer who consume similar brand and product become a big brand community that accepted in environment. These processes consist of (1) Differentiation; (2) Legitimacy Building; and (3) Mobilization. The author also reveals some norms call normative community pressure that protect members of community to interact and cooperate within community stay on the right track. Managerial and academic implication also explained how to build and grow brand community which can be very usefull to firms.
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